DraftKings takes exclusive betting sponsorship of NHL on Prime in Canada
The agreement places DraftKings across Wednesday Night Hockey broadcasts and selected playoff coverage, alongside Prime Video’s new long-term Canadian NHL rights package.
DraftKings has secured exclusive sportsbook and online casino integration sponsorship of NHL on Prime in Canada for the 2026–27 season. Announced on 28 September, the agreement covers Wednesday Night Hockey and selected Stanley Cup playoff broadcasts, giving the operator a recurring presence around live hockey coverage. [1]
The sponsorship includes branded features before games and during intermissions, moments linked to live play and score-clock elements. DraftKings said Omnicom supported the agreement. The announcement described the broadcast placements but did not disclose the price of the sponsorship or a customer-acquisition target. [1]
A longer Canadian broadcast commitment
The commercial agreement sits within Prime Video’s wider rights arrangement with Rogers Communications. Amazon announced a 12-year deal in July to carry national Wednesday-night regular-season games in English and French from 2026–27. That commitment gives the streaming service a defined place in Canadian hockey broadcasting through the 2037–38 season. [2]
Prime Video’s rights also cover two first-round playoff series and one second-round series each year. Amazon says the coverage is included with a Prime membership in Canada. The rights package concerns particular national games and playoff series; it does not give Prime Video every NHL game played during the season. [2]
Advertising within a regulated market
DraftKings said its sportsbook and casino platforms are available in Ontario and Alberta. The broadcast agreement provides national brand exposure, while product availability remains a separate matter. Its announcement also highlighted deposit limits, cooling-off periods and self-exclusion among the tools available to customers. [1]
Canadian advertising standards remain relevant to how that exposure is used. Ad Standards explains that Ontario’s internet-gaming framework includes requirements set by the Alcohol and Gaming Commission of Ontario, alongside the Canadian Code of Advertising Standards. Its guidance also points to the Canadian Gaming Association’s responsible-advertising code, for which it began accepting complaints on 1 January 2026. [3]
For the industry, the concrete development is a sponsorship built into the broadcast itself: pregame, intermission and live-game inventory form part of one agreement. The companies have not supplied evidence of its effect on betting activity. Its commercial performance will therefore depend on outcomes beyond the announced placement arrangements. [1]
Sources
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